How four years of research-led trend reporting delivers category-defining insight and earned media coverage for wellness retailer, The Vitamin Shoppe

Combining retail data with consumer insight

Every spring, The Vitamin Shoppe gathers the latest insights around health and wellness, turning its retail data into a story that press, partners and shoppers want to read. Sales figures and search trends are useful internally, but to make them newsworthy, The Vitamin Shoppe developed a report format that could transform its own commercial data into an authoritative, headline-ready view of where wellness is heading next.

Since 2023, Talker Research has partnered with The Vitamin Shoppe on its annual Health & Wellness Trend Report, now in its fourth consecutive year. Each edition pairs a consumer survey with The Vitamin Shoppe’s own proprietary retail and search data, giving the brand a report that’s grounded in real purchasing behavior, as well as public opinion.

The format has stayed consistent year over year, which is part of what makes it work: regular fieldwork, an easy-to-read five-trend report structure, and a clear launch and distribution plan. The consistent format has turned a single research project into an annual campaign that builds anticipation and earns media coverage each time it lands.

Here's what the research has revealed

An infographic with key findings from a consumer survey in 2026 for The Vitamin Shoppe

The annual data

  • Four years of data-backed storytelling has kept The Vitamin Shoppe firmly in the wellness conversation, with each report earning its own news, consumer and trade coverage:
    • 2023: The inaugural Talker-backed edition found 59% of Americans now more proactively engaged with managing their health, with social media and influencers the top source of wellness information, and strong interest in sleep aids (55% usage) and hydration habits.
    • 2024: The report tracked the rise of GLP-1-adjacent nutritional support, a 45% jump in cellular health/longevity sales, and growing demand for women’s health (40+) products — with CEO Lee Wright noting the brand’s unique vantage point on “the behaviors, attitudes and goals of the wellness consumer.”
    • 2025: Findings included a ~500% surge in NAD+ searches, 550%+ growth in interest in peptides for sports nutrition, and a consumer shift from protein powders toward ready-to-drink and snack formats.
    • 2026: The latest edition revealed a TikTok-driven fiber movement (fiber searches up 59%, psyllium husk up 150%), liver health searches up nearly 700%, and 63% of consumers now trusting trademarked, branded ingredients over generic alternatives — with CEO Sharon Leite framing credibility as “the ultimate differentiator” for the category.

    Each edition has been picked up across national and trade press, giving The Vitamin Shoppe recurring, high-authority coverage that reinforces its position as a category expert.

Methodology

  • Online survey of 2,000 U.S. adults (18+, internet access), fielded each spring
  • Blended with The Vitamin Shoppe’s proprietary sales and search data from 600–700+ retail locations and vitaminshoppe.com, plus category data from research partner SPINS
  • Repeated annually since 2023, giving The Vitamin Shoppe a multi-year view of shifting wellness behavior
A double-page spread from The Vitamin Shoppe 2026 Health & Wellness Trend Report

A snapshot of earned media coverage

In Consumer research, Health + wellness